FIFA needed an enterprise taxonomy to better organize their large collection of over 100 years of content across various systems and improve findability. The project involved stakeholder interviews, analysis of existing taxonomies and content, and testing phases. Key lessons included the importance of project management and addressing obstacles to implementation early, as information architecture is intertwined with workflows, organizational structure and more. The final taxonomy and report provided a standardized structure and recommendations to classify and govern content going forward.

1. 01
WORLD IA DAY 2015
PRESENTATION TITLE HERE
Enterprise Taxonomy for FIFA
@AdamUngstad | #WIAD15

2. THREE THINGS
1. Why did FIFA need an enterprise taxonomy?
2. Project Structure & Phases
3. Lessons Learned
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Home of FIFA by Gabriel Garcia Marengo -https://www.flickr.com/photos/gabrielgm/

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PRESENTATION TITLE HERE
WHY ENTERPRISE TAXONOMY?
BUSINESS DRIVERS
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Hallway at FIFA by Ed Coyle - https://www.flickr.com/photos/joxur223/3817054246/

4. PUBLISHING TO NEW CHANNELS
• Building an extranet to better communicate with external audiences
• Need to publish material for specific football associations
• Need to reduce clutter and improve relevance for end user experience
• Having a large collection means being able to re-use items in new ways
FPO
Image by Adam Ungstad

5. ENTERPRISE FINDABILITY
• Enterprise content scattered in file stores, intranets, databases, CMS, DAM, etc
• Things become lost, organization loses its memory staff lose time looking for things
• Trails of correspondence throughout the organization
• FIFA was established in 1904…. Over 100 years of content to manage!
FPO
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Needle in Haystack by Bindaas Madhavi - https://www.flickr.com/photos/mkuram/

6. WORLD IA DAY 2015
PROJECT STRUCTURE
PUTTING THE PIECES TOGETHER
PROJECT SPONSOR
PROJECT MANAGER
CONSULTANT
CORE TEAM
EXTENDED TEAM
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WORLD IA DAY 2015
#WIAD15 #WIADCH
PROJECT PHASES
1. Discovery
2. Kick-Off
3. Analysis Definition
4. Testing Validation
5. Close-out

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WORLD IA DAY 2015
#WIAD15
DISCOVERY
WHAT ARE WE WORKING WITH?
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File Stack Retouched by Niklas Bildhauer http://commons.wikimedia.org/wiki/File%3AFileStack_retouched.jpg

9. STAKEHOLDER INTERVIEWS
• Phone calls vs in-person
• Record the conversations
• Don’t take notes during the interviews
• Synthesize, look for themes
FPO

10. INTERNAL RESEARCH
• Identify collect existing taxonomies
• Review search logs
• Understand the nature of the collection you are working with
• Who else should you be talking to?
FPO
Image by Adam Ungstad

11. PREPARE FOR KICK-OFF
• Make your own collection of items of the collection you are working with
• Collect terms for card-sorting other exercises
• Review any preliminary risks with project manager
• Figure out what questions you need to be asking
FPO
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FIFA World Cup Ball 2014 by Tim Reckmann - https://www.flickr.com/photos/foto_db/

12. 01
WORLD IA DAY 2015
#WIAD15
KICK-OFF
DEFINING THE PROJECT AND ITS CONTEXT
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13. KICK-OFF FORMAT
• ½ Day
• 10-15 Participants
• Drawing + table space
• Best when done more than once
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Photograph by Jess McMullin

14. KICK-OFF EXERCISES
• Define a Document!
• Metadata Dot-Mocracy!
• Controlled Value Lists!
• Break
• Define “Official”!
• Card-Sorting!
• World Café!
FPO

15. HOW TO START THINGS RIGHT
• Be prepared, get set up beforehand
• Be engaged at all times
• Use stories that people can relate to
• Don’t waste people’s time
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ANALYSIS DEFINITION
DIVING INTO THE DETAILS
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17. BUILDING A DRAFT TAXONOMY
• Analyzing workshop results
• Finding and combining existing taxonomies
• Industry standards
• The larger metadata strategy
FPO
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18. INTERNAL ANALYSIS
• Review of workshop results + follow up
• Integrate organizational priorities
• Duplications, gaps problem areas
• Refine your work with core team
FPO
http://www.fifa.com/mm/document/affederation/administration/01/28/72/70/hof-ee.pdf
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Home of FIFA by Ed Coyle - https://www.flickr.com/photos/joxur223/3817054246/

19. ALIGNING WITH STANDARDS
• Always use DUBLIN CORE 15 core elements
• Also used ICA's General International Standard Archival Description - ISAD(G)
• You can use different parts of different standards
• Gives your taxonomy a solid foundation enables interoperability

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WORLD IA DAY 2015
#WIAD15
TESTING VALIDATION
WILL OUR PLAN WORK?
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21. TREE TESTING
• Tests how users navigate a hierarchy
• Identifies problem areas
• Shows the paths actually taken
• Needs more than one iteration
FPO
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22. TAGGING TEST
• How will people tag things with your taxonomy?
• If things are not classified properly they effectively become lost
• No commercial systems for this right now – Excel DYI Version
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WORLD IA DAY 2015
#WIAD15
CLOSE OUT
FINAL DELIVERABLES NEXT STEPS
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Home of FIFA at Night by Ed Coyle - https://www.flickr.com/photos/joxur223/3817054246/

24. FINAL TAXONOMY
• Overview, Document Types, Document Classes
• Other Metadata Elements, Navigation Tree, Standards Map
• Large controlled lists for Entities, Projects, Places and Formats
• Origins of elements (to be able to map with existing taxonomy)
FPO
Image by Adam Ungstad

25. FINAL REPORT
• Visual representations of the taxonomy
• Walk-through discussion of components of taxonomy
• Recommendations on workflow, document lifecycle, organizational change, governance
• Identification of other systems / areas where taxonomy should be used
FPO
Image by Adam Ungstad

26. NEXT STEPS
• What workflows will be used to tag new and existing documents?
• Where will the metadata be stored?
• Who will maintain the taxonomy?
• How does this taxonomy relate to other taxonomies in the organization?
FPO
Photograph by Adam Ungstad

27. 01
WORLD IA DAY 2015
PRESENTATION TITLE HERE
LESSONS LEARNED
1. Project Management is essential
2. IA, workflow, lifecycles, org structure, everything is intertwingled
3. Address obstacles to implementation as early as possible

28. INFORMATION ARCHITECTURE MAKES US HAPPY
• Global audiences, global authors
• Information architecture defines how information is structured, presented, and exchanged
• Enterprise taxonomy enables the design of experiences that excel
FPO
Photograph by Adam Ungstad
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Korean Football Fan by Tourism Korea - http://english.visitkorea.or.kr/enu/index.kto

29. 01
WORLD IA DAY 2015
PRESENTATION TITLE HERE
THANK YOU!
Adam Ungstad
UNGSTAD information architects
info@ungstad.com | @AdamUngstad